“Tame the Beast”

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The Right Audience-CA ClosetsMeet Sarah

There are 65,654 Affluent Adults in our market

Local Affluents are more likely to:» Purchase a new home in the next

2 years» Be in business, sales, or other

professional occupations» Enjoy snow skiing or snowboarding» Attend a movie in a theater, or a» country/rock/pop concert.» Use the Internet to shop» Buy new furniture in the next year.

RGJ Media reaches 97% of affluent women in the market

Source: Media Audit Dec ’09- Jan ’10 Base: Washoe County & Carson City

Creative:

Overview:Brand California Closets in Northern Nevada and capture market share throughthe Tame the Beast promotion.

Drive traffic to website and showroom through contest entriesGrow client database through information capture on entry forms Tame the Beast Campaign Dates June 19-July 10 Upload pictures of your “Beast of a Closet” and fill out entry form-

Email auto reply sent to each entrant with discount offer July 11 Winner selected by California Closets and notified July 12-14 Winner photographed for congratulations ad and ads built July 12-September 2 (based on scheduling) Closet Makeover completed September 5-9 Winner’s closet photographed and final ads built September 14 Full page, color, cosponsored ad announcing winner with before/after

pictures

Each entrant receives $550 off storage system (of $2,000 or more)Winner receives a new closet system (up to $2,500)

The Competition:With a consistent ad schedule, Closets by Design has a strong hold in this market

In order to gain market share in Northern Nevada, California Closets must haveconsistent presence in the marketplace anda strong call to action

“Tame the Beast” Promotion•Spadea run on June 19th to kick-off promotion

•Home Page takeover pencil ad on RGJ.com to kick off promotion on June 20th(added value)

•Digital campaign run June 20-Spetember 15(Heaviest during 3 week upload)

•Five 3x5” color ads run in RGJ during promotion

•Spadea run on July 17th to announce winner

•Four half page color ads run during promotion

•Four 1/4 page color ads run during promotion

•Full page full color, cosponsored, ad run on September 14th

“Tame the Beast”Campaign Dates: June 19-September 15Primary Audience: Affluents 35+

RGJ.com 3,707

ROS: 25,000

ZAG targeted: 50,000

Home page targeted: 100,000

Home Page pencil ad June 20th

Yahoo!

ROS: 50,000

Demo targeted women 35+:

50,000

Behavioral Targeted to home

improvement: 75,000

RGJ

Spadea run to kick-off promo and showcase

winner

Five 3x5” color ad run

Four half page color ads

Four 1/4 page color ads

Full page color ad to showcase before/after

Reaches 93% of

adults in Reno

Added Value:

Premium Placement:Home Page Pencil ad to kick off Promotion onJune 20rth

Average daily page views: 75,000

Value: $1,800

Digital Impressions 425,000

Print 1,044”

Total Investment $22,535

Signing Bonus:

A trip for 2 to Lana’i, Hawaii*

The Four Seasons Manele Bay

November 1-6, 2011

•Includes round trip airfare for 2 (including baggage allowance)

•5 night luxury accommodations

•5 breakfasts, 2 lunches 2, dinners

•Two activities

*Based on specific spend level commitment

The Four Seasons Manele Bay

November 1-6, 2011

•Includes round trip airfare for 2 (including baggage allowance)

•5 night luxury accommodations

•5 breakfasts, 2 lunches 2, dinners

•Two activities

*Based on specific spend level commitment

Signing Bonus:

Your trip Lana’i, Hawaii

Itinerary includes two activities including a Catamaran Snorkel Sail or Horseback rising, plus Spa or Shopping on Maui

The final night promises to be memorable with a Jazz Under the Stars – cocktails, dinner and entertainment at a private venue

Itinerary includes two activities including a Catamaran Snorkel Sail or Horseback rising, plus Spa or Shopping on Maui

The final night promises to be memorable with a Jazz Under the Stars – cocktails, dinner and entertainment at a private venue